Dr Martens to enter resale market with Depop collaboration

Dr Martens
Dr Martens profits beat expectations
// Dr Martens launches ReSouled scheme with Depop to resell boots
// Dr Martens CEO Kenny Wilson expects secondhand boots to account for 15% sales in 10 years

Dr Martens has revealed plans to enter the resale market with its new collaboration with online marketplace Depop.

The British footwear brand’s chief executive Kenny Wilson said it was possible that refurbished or secondhand boots could account for up to 15% of sales in 10 years’ time.

Wilson said the interest in sustainability had broad appeal despite Depop’s traditionally young customer base, The Guardian reported.

READ MORE: Dr Martens revenues rise in Golden Quarter thanks to online sales

“We think this is going to be a big part of how consumers shop in the future,” Wilson said.

“This is part of something really important for the business longer term. Our incredible strength is the durability of the product. I can own a pair for seven or eight years and they are still perfectly good for someone else who wants to buy them.

“There are people of all ages saying they would rather buy something that is reconditioned rather than new. There are still lots of other people who do want new. It is about choice.”

Under Dr Martens’ ReSouled scheme with Depop, boots can be repolished, given new laces, soles, heel loops and insoles before being resold.

The footwear is priced at about 80% that of a new pair. The lower price is likely have wider appeal after Dr Martens raises the price of its classic 1460 eight-hole boots in the UK by £10 a pair to £159 in July.

Wilson said Dr Martens is considering how to design a much larger scheme, but the partnership with Depop would probably be tested out for about six months before any other decisions are taken.

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